According to the latest consumer surveys from November 2018, when choosing video services in India, three in four connected consumers feel localized content is as important as price - especially the inclusion of local Indian content and the quality of subtitling and dubbing of foreign video content.

More than a third of video subscribers claim ultra-high-definition (UHD) content is an important criterion in their choice of video services, across five markets surveyed. Among households with both pay TV and online video subscriptions, that preference rises to 50 percent.